After a month-long pitch, Shringar Cinemas Pvt. Ltd has decided on an agency to handle its creative and media responsibilities. Following a multi-agency pitch, the entertainment company has signed up Contract Advertising. The account is pegged at Rs 4 crore. The other agencies in the fray were Percept and Bates.
“This is the first time that a film company involved in movie exhibition business has engaged a professional advertising agency,” informed Shravan Shroff, Director, Shringar Cinemas.
He said, “Entertainment is serious business today and the era of marketing cinema halls through posters is gone. Today, a multiplex is a brand and we believe there is a need for a professional advertising agency that can communicate our core values to our customers.”
As to what worked in the favour of Contract, he said, “We were very impressed with the kind of work that Contract had done for their businesses like Shopper’s Stop. Just as that is a service business, so are we. We are looking at that kind of strategies to be embedded in our communication as well.”
For its part, the agency is very excited too. Rajiv Sabnis, Senior Vice President and Head of Contract Advertising, Mumbai, said, “For us this is a great win. This is a different kind of an account in itself, as we have not been in the entertainment industry. We believe that this industry is the fastest growing currently. Multiplexes will give Hindi cinema the boost that it requires and in that sense, this business will be an interesting one. I think it’s a fantastic opportunity for us.”
Shringar Cinemas launched the first ever state-of art five-screen multiplex of Mumbai-Fame Adlabs. Presently, the company is working towards expanding its operations with launches in Surat, Nasik and Kolkata and two new multiplexes in Mumbai by end-2004.
(The story was first run on site at 19:15 hrs on May 17)